A Mormon Masterclass in communication.

I returned from holiday this week and as I rose to the top of the escalator at Piccadilly Circus Tube station I was greeted by pictures of warm, approachable smiles from people I’d like to know.  I then noticed that these ordinary people, looking just like you or me were proudly emblazoned with the words “I’m a Mormon”.

I’m inspired by this foresight, modernity and lateral thinking by The Church of the Latter Day Saints (LDS) and I think anyone in the communications business should be fascinated by this live case study.

Unless you’ve been in hiding during the past month you will realise that these posters are a Mormon driven campaign designed to coincide with the already smash hit show “The Book of Mormon” now showing in the West End.  In a press release announcing The LDS Church “I’m a Mormon” campaign, church leader Elder Clifford Herbertson explained the rationale, stating: “There is a great amount of interest in Mormons right now in the U.K. and Ireland… People are asking the question, ‘Who are the Mormons?’ and when people are asking questions, we want to be here to provide them with the answers of how and why we follow Jesus Christ.”  If you want to be a great thought leader take a lesson from The Mormons.

As part of the clever campaign 250 double-decker buses will circulate around London and the rest of the UK will feature the advertisements, along with sites at the Charing Cross mainline station and 10 tube stations.

The Church has even created a specific website to support the print ads – http://mormon.org.uk/ and – in what is a genius move – is also running ads in the show’s theatre programme, which say, “You’ve seen the play, now read the book,” and “The book is always better”.

In an environment where so many brands shy away from being contentious, the Mormons have delivered a golden lesson in crisis management and how to make the most of any opportunity.  They have reacted wholly differently to how I, and I’m sure many others, would have expected them to respond.  There was no protest, uproar or damnation from the LDS – instead they have taken a positive and fun stance.  Quite simply, the Mormons have flipped it into a PR gift!

If you want to be a thought leader I’d suggest taking a leaf out of (and pardon the pun) The Book of Mormon.  Positive, poignant, provocative and punchy; It’s got people talking and we’re engaging with it, and therefore the Mormon Church, and isn’t that what it’s all about?

As for becoming a Mormon, do you know what, I might just think about it; they seem a smart and inspired bunch to me if this campaign is anything to go by.

I’m a believer!

Susanna Simpson

The Jurassic Park question of social media

Brace yourself. What I’m about to type might be a bit controversial – not every brand or company should be on Twitter, Facebook and LinkedIn.

There. I’ve said it. I’ve dared to suggest not using social media. But before I get thrown out of the Marketing Club for daring to speak ill of social media – let me just clarify…

Yes social media is an exciting new channel and a great way of communicating with many different audiences but just because a social media channel exists, it doesn’t mean you should be using it. If you’re sitting there trying to work out how to use [insert latest social media tool here] then maybe the answer is more simple than you think. You shouldn’t. Not every social media channel is right for your company, organisation or brand.

Yet it still puzzles me why some marketers rush to embrace ‘the next big thing’, not because it’s right for the brand, the company or the objective at hand but because ‘everyone else is doing it’. And when they do utilise that next big thing, they don’t tend to do a great job of it. Why? Because the focus is on ‘doing something’ rather than ‘doing the right thing’.

For those of us who can remember that far back, we saw this with the birth of websites where a plethora of badly laid out, badly designed sites appeared that did nothing for the brand and were simply an online version of an organisation’s printed brochure. But the rush to get online was insatiable. More recently we’ve seen QR codes appearing in the most bizarre of places – from revolving posters to the side of buses. Now, as tempted as I am to access a website via a QR code, I’m not running down Oxford Street, smartphone outstretched, in pursuit of the number 55 or loitering at a poster site waiting for said poster to appear again. There seems to be a rush to use these things without really thinking them through and social media is no different.

This is where I suggest we take inspiration, and dare I say direction, from a somewhat unusual source in marketing intelligence – the 1993 film, Jurassic Park.

There is a key point in the film, the part where everything goes a little bit wrong – security fences fail, dinosaurs escape, people get eaten – when Jeff Goldblum’s character, in response to the accusation of being anti-progress, states that they “were so preoccupied with whether or not they could, they didn’t stop to think if they should”.

For me this is the killer question when it comes to any company approaching its social media strategy but one that rarely gets asked.

When I’ve spoken to companies about their social media activity it strikes me that many are ‘doing’ social media but not really sure why. They have a Twitter account – but aren’t really sure if they are using it right. They have a LinkedIn page – but aren’t sure what they are supposed to do with it. They have a Facebook page – it’s blank and they’re not really sure why they’ve got one. One may ask why so many people are rushing ahead with execution without any clear strategy, guidelines or purpose? It seems madness. But as this is their social media presence these questions of strategy and purpose are just glossed over because… well… because we have to have a Facebook page don’t we? Well actually no, you don’t.

So, before rushing off to set up your page on Facebook, LinkedIn, Pinterest or any number of social sites, first ask yourself the Jurassic Park question: yes you can set up the page, but should you? What exactly are you trying to achieve and is it right for your audience, your business and your brand?

Computer Electronics Show 2013

CES2013 kicked off in Las Vegas today. Before the event even got underway it had generated lots of speculation and excitement.  The big and bold the of digital technology world have gathered in Las Vegas to kick off the 4 day event and there have already been a number of exciting announcements and insight into what is going to be big in 2013.

Some of our favourite highlights from day one include:

Paper Tablet

• Will our paper be going digital? Or should I say will our tablets soon be as thin as paper? A joint venture between Queen’s University Canada and the British firm Plastic Logic. Has developed a tablet as thin and as flexible as a piece of paper. Will we be saying bye bye iPad, hello PaperTab?

Phablet

• Or will it be goodbye tablet all together and hello phablet? A surprising success of 2012 the phablet is here to stay, with Galaxy Sony HTC, ZTE and Huawei all offering larger screened mobile phones. Now we are using phones for more than just phone calls, screen size is a key deciding factor for some consumers.  

Sony

• Tech giant Sony has launched its most up to date smart phone since parting company with Erricson parted company over a year ago. The new phone is both water and dust resistant with a 5in screen. 2013 could be the year for Sony, some have described it as their make or break year. Here’s hoping they are on to a winner, well placed to incorporate what Sony does best – HDvidoe and top of the range cameras into a smart phone. They have already over taken HTC to become the third most popular mobile phone brand in the UK.

Smart Cars

• Will your next car be a smart car? Toyota is hoping so, having merged their existing safety features with the ability to monitor the environment around your car, including analysing potential hazards in greater detail. With a host of devises going smart in 2012 cars might just be the next smart craze.

Smart fork

• If a car isn’t for you how about a smart fork. That’s right, even our cutlery is going smart. The device will track how fast you are eating, as well as upload data to your smart phone to help you keep track of how your eating habits have changed. Just one of the many heath devices on display and at the event definably one of the more bizarre.

HD TV

• Most of the big names are at CES2013 including Sharp, LG and Samsung and were all are unveiling new, bigger and better TV technology. Samsung revealed its largest ultra-high definition TV, at 106”, as well as the new F8000 flagship set, which utilises swipe technology similar to your phone of tablet. It remains to be seen when smart TV will really take off (having had a few false starts) but with consumers habits continuing to change smart TVs will increasingly be common place in living rooms across the country.

It’s certainly shaping up to be an exciting 2013 and we can’t wait to see what other digital developments the year ahead has in store for us. Who knows what will be the big consumer electronic success of 2013? There are definitely a few good contenders to pick from.

Limelight Middle East wins MEPRA best new consultancy 2012

At the Middle East Public Relations Association (MEPRA) Awards, held in Dubai, Limelight Middle East was recognised as the Best New Consultancy of 2012. The MEPRA award, which is the only dedicated programme for the PR industry in the region, attracted entries from across the Middle East entering over twenty categories.

Agencies shortlisted in New Consultancy of the Year category were subsequently judged upon their growth, staff development, rates of retention and creative output. As a consequence Limelight illustrated its double digit year-on-year growth, commitment to training and its international standard of PR across the sectors in which it specialises, namely professional services, construction, media, aviation and energy.

Based in the heart of Dubai’s Media City, Limelight Middle East has gone from strength to strength since its launch in February 2010, with a focus on business PR and communications, fulfilling a need for business driven communications across the Middle East.

Limelight Middle East’s achievements reflect the thinking and ethos of Limelight in London, creating tailored and measured PR strategies which speak directly to boardroom decision makers, align with sales objectives, and help businesses achieve a range of commercial and strategic objectives.

Limelight Middle East works with a range of clients across the Gulf region, operating in property, marketing services and professional services, such as Saatchi & Saatchi X, Aegis Media, Digital Republic, MEFMA (Middle East Facility Management Association) and MEBAA (Middle East Business Aviation Association).

 

Upon winning the award, James Holmes, Managing Director of Limelight Middle East, said: “Our success at MEPRA proves our ideas and energy have successfully managed to make a real difference to the quality of business PR and communications in the region. We couldn’t have got to where we are today without such an outstanding, committed and visionary Middle East team.”

Susanna Simpson, CEO, commented: “In late 2009 we conducted due diligence on the market and identified the gap for a consultancy that specialises in corporate and B2B communications. In February 2010 we launched with one trusting client, a lap top, big ideas and plenty of energy. On the day that we collect our award, Limelight has 13 active clients who are amongst the largest companies in their respective sectors. We will continue this growth, breaking into new sectors as we realise our vision to be the leading, specialist B2B PR and communications resource in the Middle East and North Africa.”

4 more years…..

….of Michelle Obama.

Following the success of President Barrack Obama in the US Presidential elections, it’s not just 4 more years of the 44^th President, but also 4 more years of Michelle. And like any first lady, the past 4 years have included constant analysis of her clothes.  Every outfit documented, picked over and commented on, there is even a website that posts information on every outfit of the first lady as she wears them.

Not only are her clothing choices instantly given the fashionistas thumbs up or thumbs down, they also provide an instant sales boost for a host of designers. After Obama’s first year in office it was reported that various clothing labels had benefited to the tune of nearly $3 billion through Michelle donning their outfits.

In 2008 for her first television appearance she wore J.Crew, an American high street retailer, and uttered the words “this is a J. Crew ensemble. You can get some good stuff online,” That one statement crashed the company’s website and saw a spike in their share price. The same happened when she wore a $148 dress on another TV appearance, with the dress selling out across the US almost instantly.

Another study concluded that every time she wears a fashion label, high street or designer she lands the fashion retailer $14million in increased sales.

At home it’s Kate Middleton who sends shoppers into a frenzy over the must have dress, with her infamous appearance in a £175 Reiss dress when she meet the Obamas. The dress instantly sold out online and sent traffic to their online store spiking.

Gaining the Presidential or the Royal seal of approval is a massive sales boost to fashion retailers, as well as doing wonders for their marketing, and all for free. Both ladies make their own fashion choices and it also helps that they both wear “affordable fashion”, and do not have to paid like “normal” celebrities to endorse a fashion brand.

Would the same work if we were to see Kate or Michelle drinking a can of Pepsi, or playing on the new HTC phone? Or is this particular phenomenon only applicable to the fashion industry? Of course we will never know as the first family of America and Royal family at home can not endorse brands in the same way they can lend their support to good causes. But an organic brand link can be even more powerful than a conventional paid-for endorsement, and if these ladies are wearing something they much be recommending it.

P…P…P…Pick up a Penguin?

When you think of publishing brands the first to spring to mind is surely Penguin. It is the most iconic and one of the most successful British publishing brands of the past 70 years, who hasn’t read at least one Penguin published book?

Penguin revolutionised the publishing industry. It was founded in the 1930s by Sir Allan Lane, following a frustrating journey from Exeter station, which he could not find a good book to read. His driving idea was that proper literature should appeal to and be accessible to all and cost just as much as a packet of cigarettes. The publication of literature in paperback was then associated mainly with poor quality, lurid fiction and initially established names in the publishing industry where sceptical of Lane’s chances of success. However, with the purchase of 63,000 books by Woolworths the entire project was paid for in one go and Penguin has gone on to print millions of books for the UK and world market.

I love the idea behind the Penguin books the fact that almost overnight it revolutionised the publishing industry, bringing a wide range of reading material to the general public. Today it is the only major publisher to have a widely recognised consumer brand at all, the Penguin logo is instantly recognised by old and young alike.

Penguin books have always been instantly recognisable through their classic and simple designs; this has been a central part of the Penguin books appeal their mantra being “good design is no more expensive then bad”. This founding philosophy also provided a boost to the emerging UK graphic design industry.

All this aside the publishing industry has changed dramatically over the past decade, Penguins merger with Random House reflects this. It is in response to an increasingly challenging market, one which is dominated by online retailers. Amazon dominates the UK digital publishing market with profits of over £3.3bn, and is reported to sell 90% of all e-books in the UK, and 70% worldwide, via its Kindle reader. Physical book sales are down 0.4 per cent year on year while digital fiction is currently up 188 per cent, leaving bookshops and traditional publishers struggling to keep up with the pace of digital change. Amazon currently sells 14 e-books for every 1 published book.

It is as yet unclear what this merger will mean for the UK publishing industry or what will happen to the iconic British brand in the long term. I for one would be sad to see Penguin completely disappear. And it seems industry insiders are just as unsure of the long term outcomes for both the UK and global publishing industries.  While combining resources will provide both Penguin and Random House with greater resources to invest in digital publishing and a platform for selling books directly to consumers, it’s still not clear is this will be enough to ensure long term survival. Other major publishers will seek further mergers, further consolidation is expected and many are predicting that the big six publishers will eventually be reduced to just two. 

The publishing industry remains a dynamic and interesting space and I for one hope these changes give it a boost in the right direction to ensure long term success. 

Tweeters – Are You Paying Attention?

I love industry events. International conferences to morning seminars, I love them all. Whatever the type they present vital opportunities to meet new people and hear new things.  Communication professionals tend to be particularly keen on these, for obvious reasons.

For me twitter is an important part of the event experience. Most obviously this relates to engagement. The platform is perfectly designed for the type of interaction an industry event encourages, allowing you to both converse with the other people in the room and share what is happening with the outside world. Make sure your phone is fully charged, grab the hashtag from the screen as you enter the room and away you go.

As well as general engagement more direct networking has been transformed by Twitter. Keen to make contact with a particular attendee? Unaware of who might or might not be in the room with you? Need an excuse to approach? No time to schmooze in between sessions? Twitter solves all these and more. Contacts can be made and relationships established, quickly and seamlessly. Modern communication at its finest.

I would not classify myself as a particularly prolific tweeter in general (one or two a day normally) but that changes when I’m at an event. And last weekend I happened to find myself at an event, although not the industry kind. I attended The Battle of Ideas at The Barbican, an annual debating Festival where “different strands of social, political, scientific, academic and cultural discussion are brought together”. Not exactly the type of event I’ve been referring to from a content point of view, but identical in terms of format.

The action packed schedule included a dizzyingly diverse array of sessions, from ‘Is Europe Boring?’ to ‘Goodbye to press freedom’. Everything from health to technology to media to the law was up for discussion. Whatever session you happened to be attending there were hundreds of other delegates sitting in any number of parallel sessions. The attendees were as diverse as the agenda – journalists, students, academics, but also professional representatives from all the subject areas under discussion.

So there I was, ready for a day of stimulating debate. I settle down in my seat, got out my phone and started tweeting, almost automatically. And to my surprise I found myself to be almost alone. Well, comparatively speaking. There were three other people (all in other sessions) tweeting while I was. There were over a hundred people in my session, but only one other person tweeted during the entire discussion. Don’t get me wrong, overall people did tweet throughout the event, just not on the level I was used to. Not even close.

The Battle of Ideas is a well-respected, generally popular event and there were certainly no problems in terms of audience engagement. The difference here is that the audience were keen to engage in the old fashioned way, by asking questions at the end. I found myself wondering if I might be missing a trick here. By focusing on my next tweet have I been missing the chance to really engage with the ideas being presented to me? Have I been falling into the trap of worrying to much about the screen in front of me and not enough about what is actually going on around me?

Obviously I won’t be giving up my event tweeting habit any time soon, but I will be striving for a better balance in the future.